Ongoing performance issues, usability challenges, and persistent bugs within Business Zone prompted BT Wholesale to introduce The Hub — a streamlined, user-centred platform designed to simplify workflows and significantly improve the overall experience.
Figma
UserTesting
Excruciatingly slow load times and outdated/confusing UX
Users struggled to compare bulk-order mobile business plans with competitors. They must request a callback, then wait for an agent to manually create a quote. This time-consuming process forces them to search for information instead of accessing it instantly.
With limited customer access, I ran extended interview sessions with highly engaged business users — combining live Business Zone walkthroughs with design demos. The conversations went beyond surface-level usability, uncovering mental models, emotional responses, and broken trust from recurring bugs and poor performance.
Deep qualitative insights from guided platform walkthroughs
Tracked most-visited pages and drop-off points
Benchmarked ISP account management patterns
Users loved the clearer structure in our prototypes — but made it clear: performance stability would be critical to restoring trust.
An overview of billing, ordering, and fault management components with relevant contact details. The initial ordering component provided real-time ordering data to the customer.
Partner Plus was a marketing program available for Wholesale customers to grow their business, highly conversation driven through account managers. This Partner Plus benefits portal gave users a central learn page to discover the benefits of the program
Help and support materials were scattered all over the Hub, we redesigned a central help page which improved the Information Architecture and the ease of finding support.
As some customers had used Business Zone for many years, it was imperative that they understood the new platform straight away. A step-by-step walkthrough, gave users a skippable tutorial to find out where all of their new controls were located.
I am unable to give transparent user feedback on the success of this project due to being moved to a different part of the organisation after the project's conclusion. After my involvement, the business did record a boost in Broadband orders within the first 2 months. This was anticipated already due to the product being marketed prior to launch and clients being informed. We are confident with the user research conducted that the platform will be a better user experience for customers due to the outdated performance and UX concerns of the previous legacy system, with The Hub mitigating these issues.